Larry Collins: Be Open to the Unexpected Find

Larry Collins is the PGA Director of Golf at Omni Interlocken Resort in Broomfield, Colorado.

As a veteran of the PGA Merchandise Show, I pretty much have a battle plan for each year. I know what products to see, who I have to meet with, and what other sessions/seminars/exhibitions I’ll be attending during PGA Show week. But it’s always the unexpected find that sometimes turns out to be the biggest revelation for me. And that’s crucial: You never know when you may stumble across your next big hit. I had no reason to be walking by the Ogio table at the 2015 PGA Merchandise Show, but lo and behold, I saw American flag shoe bags and duffel bags that I knew could potentially be big hits for us on Memorial Day Weekend.

Well it turns out that we sold right through our inventory on Memorial Day Weekend, with the average customer purchasing $140 worth of Ogio products. As a result, that additional traffic led to increased shop revenue overall, as we took in over $1,000 in “new” total shop sales. I’ve come across unexpected items many times at the PGA Show over the years and they’ve paid dividends each time, from better golf car seat covers to push carts that led to increased participation from women. These finds cut across all categories, from retail to tournaments and outings to travel.